Need of market segmentation , market framework, meaning, requirements, Components and explanation, approaches to segmentation, benefits ... Etc...

1. By Babu
Market
Segmentation

2. 5C
Customer
Company
Context
Collaborators
Competitors
STP
Segmentation
Targeting
Positioning
MarketingMix
4P
7P
4C
7C
4S

3. Market Segmentation
Market segmentation is a process of dividing the market area in
to different market on the basis of different characteristics.
In other words Market segmentation is a process of sub-
dividing the markets in to various groups. The main object is to
dividing the market to give more attention to marketing
activities.

4. Market Segmentation
Segmenting
international
markets
Segmenting
business
markets
Segmenting
consumer
markets
Requirements for effective segmentation

5. Market Segmentation
Segmenting Consumer Markets
Geographic
segmentation
Demographic
segmentation
Psychographic
segmentation
Behavioral
segmentation
A. PEOPLE - ORIENTED APPROACH

6. Market Segmentation
Segmenting Consumer Markets
•Geographic segmentation divides the market into different
geographical units such as nations, regions, states, counties, cities, or
even neighborhoods.
•Geographic location is the usual and popular basis for market
segmentation. Distinction between urban and rural markets is still of
great importance in India. Now we have further distinction between
the behavior of city families and that of suburban families
Geographic segmentation

7. Market Segmentation
Segmenting Consumer Markets
• Demography is the study of population. Demographical characteristics are
gender, age, marital status, number and age of children, place of residence
and mobility of a household.
• Socio-economic characteristics are income, education, occupation, family life-
cycle, social class, religion and culture
Demographic segmentation
1. Gender and Age
2. Family Life-Cycle
3. Social Class
4. Religion, Race and Culture

8. Market Segmentation
Segmenting Consumer Markets
•Psychographic segmentation divides a market into different
segments based on social class, lifestyle, or personality
characteristics.
1. Personality
2. Life Styles
Psychographic segmentation

9. Market Segmentation
Segmenting Consumer Markets
•Behavioral segmentation divides a market into segments based
on consumer knowledge, attitudes, uses of a product, or
responses to a product.
•Behavioral Segmentation
• Occasions
• Benefits sought
• User status
• Usage rate
• Loyalty status

10. B. PRODUCT - ORIENTED APPROACH
Market Segmentation
Segmenting Consumer Markets
Use Pattern
Benefits
Pattern
Brand/Store
Loyalty

11. Market Segmentation
Segmenting Consumer Markets
Benefits of Segmentation
1. Market can be defined more precisely in terms of customer needs
2. Can formulate and implement marketing programmes according to demands in
market
3. Identify strengths and weaknesses, accordingly serve the markets
4. More effective utilization of resources
5. Helps explore and exploit business opportunities, in line with market requirements
Benefits of Segmentation

12. Market Segmentation
Requisites of effective’s Segmentation
MeasurableDefinable
Viable Relevant
Intensity in
CompetitionReachable

13. Thank you